Hello, you there👋
Are you aware of who or whom you are competing against outside your category/subcategory of solutions?
It is not uncommon that companies think that the potential customer is comparing them with their direct competitor while in reality, they are evaluating a few completely different categories of solutions.
For example, one of our clients had a hard time understanding why they lost the deal at a certain stage. The answer was that they didn't fully understand the customer's decision journey. It turned out that the customer didn't choose any of the identified competitors within the same category of solutions. Instead, they lost the deal to a completely different category of solutions that hadn't been identified as a competitor or potential pathway that the customer could choose.
So, what does this tells us? It is of high value to understand that the customer goes through many more decision-making steps than just Problem ➡️ Solution.
// Sofie Wendt